It doesn't take an industry expert to see that the beauty landscape has changed. Thanks to the likes of Fenty Beauty and its 40-shade foundation range, legacy beauty companies and new brands alike are paying more attention to inclusivity than ever. Out of this brave new world of beauty in 2018 comes SPKTRM, a start-up that launched today, as an "alternative to conventional beauty."
SPKTRM's ethos is inclusive, eco-friendly, and retouch-free. The brand has pledged to ban retouching from its advertisements entirely, and to include models of all ages, shapes, and skin types in its campaigns. According to co-founder Jasmine Glass, the brand has also banned the word "anti-aging," inspired in part by Allure's stance to do the same.
The first product to launch is YOU+, a sheer foundation that SPKTRM plans to launch with over 50 shades. In keeping with the brand's mission, the foundation will be paraben-free, cruelty-free, and PETA-certified. SPKTRM also plans to donate 10 percent of proceeds to organizations that support the LGBTQ community and women in need.
In the buildup to launch, the brand has released campaign photos on its Instagram account with the goal, according to a statement, of "celebrating the genuine beauty of more diverse and relatable individuals in our imagery [in order to] dismantle unrealistic ideals and empower our supporters." Its beautiful campaign photos feature POC models, of all genders, with a range of skin types.
View on Instagram
View on Instagram
View on Instagram
For Glass and her co-founders AnnaLiisa Benston and Ehlie Luna, the brand's priority is to represent everyone. "A lot of people have been feeling excluded by the existing beauty landscape, and we're happy to see the industry shifting towards broader representation for the masses and a willingness to provide products for people of all backgrounds," Glass tells Allure. "The longstanding myth that deeper shades aren't as in demand in the marketplace has largely been debunked."
To that end, SPKTRM is asking potential new customers to support its fundraising goal of $28,000 via an IndieGogo campaign. (As of press time, the campaign is off to a start of $505.) Its foundation shade will be named after the brand's earliest supporters, and it's also offering one fan the opportunity to be featured in the upcoming spring campaign.
In 2018, we're proud to be a part of an industry that's created a radically inclusive brand like SPKTRM. But we shouldn't have to celebrate and support these developments — they should be the norm; and maybe, someday soon, they will be.
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